Brighter Journeys.

Supporting commuters' mental health in the new normal.

As the world gradually readjusts post-pandemic, Network Rail identified a need to do more to support and help passengers’ mental health amid the return to the workplace.

Inspired by the wellbeing benefits of spending time in nature, the ‘Brighter Journeys’ campaign brought the outdoors in to the station environment, putting smiles on passengers’ faces during what has been a troublesome time for so many.

Coinciding with Mental Health Awareness week, our beautifully created ‘living’ installations featured in eight major commuter stations, each delivering a sense of calm through the ambience of nature – birdsong, colourful bursts of live flowers and delicate scent – whilst sharing uplifting poems written by James McInerney and wellbeing support services printed on ‘plant-able’ seeded collateral.

 

The activation was supported by OOH advertising, Metro media partnership, paid and owned social strategy and a toolkit to inspire and enable all stations to get involved (delivered by integrated agency 23 Red).

A partnership with mental health charity Chasing the Stigma, completed the Brighter Journey initiative by sign posting people to share and download the Hub of Hope app if they or someone they knew were struggling with their mental health.

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Brand Interactions, across 11days, 5 major cities and 2 towns.

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Sustainable seeded pamphlets distributed.

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Meaningful face to face conversations bringing awareness to the cause.

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EDITORIAL USE ONLY Chloe aged 8 and Sebastian aged 6 interact with a sensory floral installation unveiled at London Waterloo to launch Network Rail’s new mental health campaign, Brighter Journeys, in partnership with charity, Chasing the Stigma, and the wider rail industry. Issue date: Monday October 4, 2021. PA Photo. The installation will include a nature themed soundscape and poems by James McInerney featured across in-station media. The Brighter Journeys campaign will visit a number of stations during the first two weeks of October to help welcome back passengers returning to their workplaces and encourage people to share and download Chasing the Stigma’s Hub of Hope app if they are struggling with their mental health. Inspired by the wellbeing benefits of nature, the campaign aims to make stations feel brighter and happier in the lead up to World Mental Health Day on Sunday October 10. Photo credit should read: David Parry/PA Wire
EDITORIAL USE ONLY General views of a sensory floral installation unveiled at London Waterloo to launch Network Rail’s new mental health campaign, Brighter Journeys, in partnership with charity, Chasing the Stigma, and the wider rail industry. Issue date: Monday October 4, 2021. PA Photo. The installation will include a nature themed soundscape and poems by James McInerney featured across in-station media. The Brighter Journeys campaign will visit a number of stations during the first two weeks of October to help welcome back passengers returning to their workplaces and encourage people to share and download Chasing the Stigma’s Hub of Hope app if they are struggling with their mental health. Inspired by the wellbeing benefits of nature, the campaign aims to make stations feel brighter and happier in the lead up to World Mental Health Day on Sunday October 10. Photo credit should read: David Parry/PA Wire
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London

5th Floor Century House
100 Oxford Street
London
W1D 1LN

New York

243 E 14th
#2 C/O SQ
New York
NY 10003

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Discover our latest guides to help brighten your brand experience strategy here at The Future Lab

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